From Consumer's Attitude towards Online Purchase Decision: Influence of Friends and Reference Groups

Authors

  • PATRICIA PILAR ZIRENA-BEJARANO Universidad Nacional de San Agustín de Arequipa
  • ELBIA MYREYLE CHAVEZ ZIRENA Universidad Nacional de San Agustín de Arequipa https://orcid.org/0000-0003-2518-8620

DOI:

https://doi.org/10.7903/cmr.23109

Keywords:

Consumer attitude, Online purchase decision, Influence of friends, Influence of reference groups

Abstract

The rapid advancement of e-commerce has piqued researchers' interest in identifying the determining factors of online purchase decisions. They have found abundant information about the influence of consumer attitudes but still have divergent results, indicating a gap in studies with mediating variables. The study aims to examine the mediating effect of the opinions of friends and reference groups on the relationships between consumer attitudes and online purchase decisions. The study surveyed 654 respondents and analyzed the data using partial least squares structural equations (PLS-SEM). The results show that consumers' attitudes significantly positively influence their online purchase decisions, which are mediated by the opinions of friends and influence groups.  The opinions or recommendations of friends or other reference groups with similar purchasing experiences influence consumers.  The research establishes a connection between constructs that influence online purchase decisions, with the main theoretical contribution being the analysis of the effect of friends' opinions and reference groups on generating a better consumer predisposition to make decisions in the virtual environment.  The empirical contribution offers information that marketing managers should consider based on the results achieved, proposing strategies focused on reference groups that facilitate consumer decision-making.

Author Biographies

PATRICIA PILAR ZIRENA-BEJARANO, Universidad Nacional de San Agustín de Arequipa

Dr. Patricia Pilar Zirena-Bejarano is currently an Associate Professor in the Faculty of Administration of the Universidad Nacional de San Agustín de Arequipa. He earned his PhD in Administration (DBA) from the Universidad Nacional de San Agustin de Arequipa, with a degree in Administration and Public Accountant, with extensive experience in teaching in higher education in different educational institutions, the research work is focused on marketing issues, the consumer environment, strategic direction in which articles have been published in various journals.

ELBIA MYREYLE CHAVEZ ZIRENA, Universidad Nacional de San Agustín de Arequipa

Elbia Myreyle Chavez Zirena is a Master in Business Administration from the Universidad Nacional de San Agustín, entitled Marketing. The research work is focused on marketing issues, and the consumer environment, with articles published in various journals.

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Published

2024-09-29

How to Cite

ZIRENA-BEJARANO, P. P., & CHAVEZ ZIRENA, E. M. (2024). From Consumer’s Attitude towards Online Purchase Decision: Influence of Friends and Reference Groups. Contemporary Management Research, 20(1), 1–24. https://doi.org/10.7903/cmr.23109

Issue

Section

Marketing

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